A SUMMER OF RERUNS WAS ABOUT TO BEGIN…
…which meant purchasing AT&T’s U-verse TV package was hardly top of mind for people. BBDO, the ad agency, had some ideas for sustaining interest during the seasonal lull. They wanted to run U-verse’s Facebook page like a late night talk show, full of recurring bits and cultural commentary. My job was to come up with campaignable ideas that would keep the buzz around TV shows alive, while reminding people of all the benefits of U-verse. Here are five campaigns that ran on Facebook.
FOUR SHOW MASHUP
U-verse lets people watch four shows at once. All together, this was like watching a whole new show, and so we gave it a name. The “Celebrity Apprentice” reference was made in 2013. It has aged exceptionally well.
DO NOT DISTURB
We’re always looking for ways to make posts useful beyond the entertainment value. We made these images for people to share, letting friends know they would be off social media to avoid spoilers.
We considered ways to show the product in an interesting way. After days of talking about TV characters, we began to wonder which shows they would watch, and then bingo, we had an idea for a product shot.
FIRST FRAME. FINAL FRAME?
Everybody loves season finales. Next best are season premiers. Here, we combined the two. We posted a screenshot of the season’s first frame, and then had fans predict what would happen in the final frame.
WHERE TO WATCH
We imagined all the places people could watch TV if they had a wireless receiver. This worked for events like the Rock ‘n Roll Hall of Fame ceremony, too. No guarantees it’ll work if the TV winds up in the pool, though.
Executive Creative Director: Cabot Norton
Creative Director: John Heath
Director of Digital Strategy: Jonathan Vu
Senior Strategist: Sam Beresford
Art Director: David Sakamoto
Designer: Ian McAllister